The Study Of Behavior Of Chengdu College Are Exposured To Fast Food Enterprises Official Websites

In the fast food industry, domestic and foreign fast-food brand mostly have their own official website, through the literature analysis showed that, overall, the official website function is relatively single, on the website of the use efficiency is not high. In contrast, the foreign fast-food chain enterprise official website in the using efficiency is much higher than the domestic. For example:KFC, Pizza Hut and McDonald’s have been the realization of online delivery function, their official website into more popular, cutting-edge network function and technology. Therefore, based on the enterprise website function aggrandizement, consumers and the use of official website behavior become more complex. Consumer internet access path, using the official website, the degree of satisfaction and so a series of problems will become the researchers further observation and understanding the Chongzhongzhi is heavy. This article selects the research object for KFC and CSC, hope that through the Chinese and foreign brand contrast, find the common points and between the place that can draw lessons from, as the fast food business development to make modest.This article is based on the theory of brand equity theory and consumer behavior theory, according to the model for Aike model and Kohler model and consumer analysis of wheel model. The research method of this paper is given priority to with questionnaire investigation, interview in depth, through quantitative investigations and qualitative two methods respectively on the advantages, improve the scientific research methods.In the section of the questionnaire, which is mainly provided with:online shopping experience, brand awareness, brand loyalty, brand attitude, brand association, environmental factors, network environment, behavior and purpose of these eight structural variables and nineteen observable variables. Using statistical analysis methods, such as correlation analysis and regression analysis, measurement of the observed variables and dependent variables of "college students think fast food enterprises website important degree"and "university students on the fast food enterprises website, the relationship between the satisfaction", in order to prove the hypotheses, based on hypothesis test conclusion put forward practical suggestions.